The magic link, or how to combine user experience and cybersecurity

By Ainhoa Carpio-Talleux • Approved by Maëlys De Santis

Published: 25 April 2025

Every Internet user has hundreds of passwords associated with different online accounts. According to research carried out by NordPass, in 2024, one person will generate around 255 passwords, divided between 168 personal accounts and 87 business accounts. This poses a number of security problems (reuse of passwords, risk of hacking, etc.), as well as problems with browsing comfort (forgetting passwords, account blocking, etc.).

To avoid these problems, the magic link is increasingly used on the web. The concept? A connection via a link sent by e-mail or message after entering your e-mail address or user name in a connection portal.

What are the advantages of this new form of secure connection? How can you incorporate it into your cybersecurity strategy?

In this article, Appvizer explains everything you need to know about Magic Links.

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What is a magic link?

Definition of a magic link

The magic link is a " passwordless" connection mode. Passwordless is a word borrowed from our English-speaking friends and means "secure without passwords".

In this way, users enter their username on a login page and receive a link in their e-mail inbox (or by message). All they have to do is click on it to open a secure session on the site. Generally, each new session requires a new magic link.

What is the difference with a one-time password?

The one-time password (OTP) and the magic link secure a connection in different ways. With OTP, the user receives a code and enters it manually on the login page. The magic link, on the other hand, automates this process with a simple click to authenticate.

How does the magic link work?

The magic link authentication process involves the following 5 steps:

Step 1: The user enters their e-mail address in a connection form and asks to be connected.
Step 2: A secure, unique link is generated along with a time-limited token.
Step 3: The link is sent to the user's e-mail address with a dedicated "Click to log in" message.
Step 4: The user clicks on the link and is redirected to the application where the token is validated.
Step 5: The server generates a secure session for the user following authentication.

What are the 4 benefits of a magic link?

The magic link offers a number of benefits for organisations looking for a practical, high-performance authentication method. UX, security, economies of scale, user conversion... We take a look at all the benefits of this solution.

1) A better user experience

The magic link has a positive impact on the UX of your site. There's no risk of typing errors, confusing several logins, or simply losing the password - all users need is their username. As a result, logging in is much faster and more convenient. In practical terms, this means that you have fewer potential customers who give up on subscribing to your services or buying your products. It's a strategy that's perfectly suited to the new mobile modes of consumption.

2) Improved security

Password logins are highly secure, except when web users use weak or reused passwords. With the magic link, there are no problems of this type. Links expire in a few minutes, reducing the risk of hacking. What's more, organisations don't need to protect a database of passwords.

3) Less technical support

With the magic link, there are fewer reset requests and fewer connection blockages on your platform. This considerably reduces the workload on technical support teams and saves you money.

4) Avoid password fatigue

Password fatigue" is an expression that describes the feeling of stress associated with using passwords. The simple fact of having to find a new strong password and remember it becomes an exhausting task. Magic links and other password-free authentication methods help to reduce this fatigue for your users.

And the limitations of magic links?

Despite its advantages, the magic link has a number of limitations: dependence on e-mail boxes, connection times, unsuitability for certain platforms. They are not always the ideal solution.

Total dependence on mailboxes

Magic link authentication can cause problems for your users. If their mailbox is compromised or inaccessible, they will no longer be able to connect to their account. In the event of hacking, the security risks are therefore increased tenfold. Phishing attempts also sometimes take the form of a login link to trick the user.

Waiting for the link to arrive

With password login, users enter their username and password in the dedicated fields and access their account directly. The magic link involves a certain amount of waiting, until the email arrives in the mailbox. Occasionally, the message even ends up in your spam folder, which further increases connection times.

Not suitable for frequent connections

If your platform requires daily connections, the magic link may not be suitable. In this case, using a password is more practical, especially with the automatic registration option offered by search engines.

Best practices for integrating magic links

Maximise the effectiveness of your magic links with the following practices:

Define an ideal exploitation period for your magic links. Not too short to give the user time to complete the connection operation. Not too long to maintain optimum security. Ideal duration? Around 10 minutes.
Design your emails clearly to ensure that the connection is legitimate and to reassure users.
Always offer an alternative login option (traditional passwords, OTP, two-factor authentication, via social networks, biometrics, single sign-on) : to ensure the redundancy of your authentication services.
Notify users of successful magic link connections.

What tools can help you?

Firebase Authentication

Firebase Authentication is an access solution developed by Google that offers several connection options, including magic links. The tool is fully integrated with Google services, making it easy to use and creating a coherent ecosystem. Firebase Authentication is particularly well suited to mobile applications.

Auth0

Auth0 is a complete identity management platform that natively integrates magic links. Auth0 stands out for its ergonomic, easy-to-use interface.

Magic.link

Magic.link is a specialist in passwordless authentication solutions for websites. It is a tool entirely dedicated to magic links. Thanks to its simplified API, it can be integrated into your system, even with a small technical team.

Okta

A cloud identity solution, Okta offers a high-performance implementation of magic links. It is particularly well suited to enterprise environments, thanks to its ability to manage large volumes of users.

Amazon Cognito

The Amazon Web Service (AWS) authentication service also offers magic links functionality. This is a great solution if you're already using the AWS cloud ecosystem. It comes with pay-per-use pricing that adapts to your needs and budget.